Essays and Research Papers on Marketing

This 5 page paper looks at the events of September 11, 2001 and how those events have impacted the tourism industry. Specifically, this paper concludes that the tourism industry was devestated but that a recovery is clear and evident. Bibliography lists 10 sources.

8 pages. As much as a company may enjoy being on top, it probably won't stay there very long without a lot of work. Companies must always strive to be one step ahead of their competition, and new product development is one of the most important projects a company can pursue. This ...

This 9 page paper has two parts. The first part discusses television advertising for cars and includes data on the amount spent by the industry and where they are spending it. It also discusses why car manufacturers use television ads. The second part of the paper discusses the warranty for Ford cars and light vehicles. ...

This paper examines the concept of core benefits as it pertains to marketing -- how one product can provide different benefits for different markets. Bibliography lists 5 sources.

This paper compares the benefits of entering a new market first (as a "pioneer") versus late market entry. Bibliography lists 10 sources.

A 7 page paper discussing the prospects of the international battery market in terms of environmental concerns, growth for the future, dependence on the electronics industry and ability to operate profitably. The paper addresses the issues of cheap imports and their lower overall value as well as the changes in stock valuation of leading ...

A five page paper which looks at the factors which influence consumer buying behaviour and the way in which marketing strategies are formulated to take these influences into account. Bibliography lists 5 sources.

A 20 page paper discussing the shift in Coke’s marketing perspective from a global view to one that is much more local in its approach. The company suffered massive setbacks in Europe when contamination in cans sold in Belgium and northern France sickened consumers. This is one reason for the shift away from ...

This 6 page paper discusses Sears acquisition of Lands' End. Data regarding the terms of the deal are reported. The benefits to each company are discussed, for instance, Sears has never had a successful clothing line and Lands' End will greatly expand their customer base. The concerns and risks are also discussed. Bibliography lists 10 ...

This paper examines the statement that marketing practices used by U.S. firms in less developed countries should differ from practices usedin the developed world. Bibliography lists 5 sources.

This 5 page essay is an opinion piece on what marketing is and does. Depending on who a person talks to, marketing is either the greatest most exciting career in any type of business or it is nothing but an overabundance of glandhanding, promotion, and advertising all undertaken to sell some sort of product. It ...

This 11 page paper considers the advantages and disadvantages of adopting either a local marketing strategy or a global marketing strategy. The writer examines this by looking at three examples of each type of marketing. Companies examined include Nike, O2, T Mobile, Gillette as well as Reebok, Heinz and Freeserve. The bibliography cites 14 sources. ...

This paper describes the role of a PR professional in an organization, and also discusses how the role has changed over the years. Also included is a "pure" defintion of public relations. Bibliography lists 2 sources.

Examining market conditions, target markets and competition in Germany, this paper is a marketing plan for an American company wanting to export ice cream bars to Germany. Topics discussed include consumer behavior and use of joint ventures and licensing for product distribution. Bibliography lists 6 sources.

A 5 page paper discussing the dilemma of Majestic City Helicopters. The company began retailing toy helicopters in 1994 after realizing that the core business of providing helicopter tours of London likely had little room for any further growth. Business was promising enough at the beginning, but since has declined each year. ...

5 pages. This paper is a thorough explanation on the different steps in creating an effective advertising campaign. The relationship and importance of each of the following three areas is explained: The advertising strategy, the creative brief and the advertising copy. Interesting and effective examples of advertising techniques are given in ...

A 20 page paper discussing the global banking industry as it is and as at least one bank is designing it to be. "The world's local bank" is the slogan of Britain's BSBC Bank. This is a marketing paper, evaluating HSBC's position in its industry, trends in the global market and suggesting steps ...

This 11 paper delves into the future and looks at current innovations in electronics as well. A literature review is provided along with a hypothetical survey and results. An analysis is made and speculation as to what technology will be like in the future is provided. Consumer behavior, as well as whether or not technology ...

A 5 page research paper that outlines this writer's dream vacation. The writer discusses Hawaii's climate and landscape, where the writer might stay while on vacation, and the activities available in this tropical paradise. Bibliography lists 6 sources.

This essay explains the difference between exporting, licensing, joint ventures and wholly-owned subsidaries, particularly as this pertains to doing business in foreign markets. Also included are benefits and disadvantages to each tool of market entry. Bibliography lists 3 sources.

This paper focuses on the image-building and brand awareness techniques used by Textron, Inc. and Textron, Financial. While Textron does not market itself in the "conventional" way, through various acquisitions and other methods, it has maintained a strong brand identity in the many markets this company services. Bibliograpy lists 5 sources.

A 5 page paper discussing a 1999 article outlining the processes that Roche Diagnostics used to increase its share of “very satisfied” customers in an effort to move beyond that classification into “delighted” customers. Roche’s ultimate goal was to increase market share and revenues. The rationale was that not only were “delighted” customers ...

A 5 page paper discussing Harvard case 9-795-191. The ready-to-eat (RTE) cereal industry had come to a turning point by 1994. Its leading manufacturers maintained fairly consistent pricing, and one did not make a radical move without first consulting with the others. All other areas of American manufacturing had changed by 1994, ...

This 10-page essay focuses on a marketing plan based on the launching and success of a juice bar in Canada. Topics discussed for the business' succes include the target audience, a competition analysis, customer retention and use of the 5Ps -- product, price, promotion, placement and public relations. Bibliography lists 5 sources.

A 5 page paper reviewing and comparing the websites of two restorative dentists, one located in British Columbia, the other located high above New York City’s Central Park. Both sites offer limited information about the services offered and what the patient can expect; neither offers anymore contact information than a phone number and an ...